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MARKETING ADVICE MADE FOR ADVISORS
For most advisors, their competition is in the same office building on a different floor. Therefore, establishing a robust digital presence is not just an option — it's table-stakes to claim new territory.
As an individual advisor or wealth management enterprise, your online persona (or that of your salesforce) serves as a primary touchpoint for potential prospects and existing clients. It shapes how they perceive your credibility, professionalism, brand, and the unique value you bring to their portfolio management needs.
Here are four tips to enhance your digital presence and ensure you're effectively engaging with your audience. If you need more information, we’re happy to help.
1. KEEP YOUR MOST IMPORTANT INFORMATION CONSISTENT
To solidify your digital presence, prioritize consistency across all online platforms, including social media, websites, and location services like Google My Business, Yellow Pages, and Yelp. Consistency involves more than uniform visuals or matching words; it extends to the language used in shared content, the business contact details you provide, and overall communication style and brand alignment.
TIP: Ensure your contact information and professional credentials are uniformly updated and correct across digital locations and services providers (Google, YP etc.), to avoid confusion and build trust – not just with potential clients but also with search engines that validate and promote your information.
2. STAND BY YOUR BRAND
Tailor your brand to project a unified theme regarding key messaging (bios, vision/mission statements, value propositions, imagery), reinforcing and continually presenting a cohesive narrative about your identity, expertise, and values. This consistent approach not only makes you instantly recognizable online and offline but also optimizes your presence in preferred segments, enhancing your credibility and making it easier for the right clients to find and trust your capabilities.
TIP: Take you core mission statement or value proposition and write a corporate brand profile. Using this, ladder it down through various mediums where it’ll be used (social account bios, online directories, websites, company profiles), distilling each for the medium’s best practices and character lengths.
3. TIMELY TOPICS, TRUSTWORTHY INSIGHTS
Understanding your audience is crucial in any marketing strategy. Focus on creating content that builds trust and assuages your segment’s fears, encourages achieving their aspirations, and answers their questions. For example, if market volatility is a hot topic, provide insights on how to handle financial uncertainty. Use real-life scenarios or case studies to explain complex financial concepts, making them relatable and easier to grasp.
TIP: By centring your audience's needs you build trust, and with appropriate attention to timeliness when it comes to topic relevance, you will help establish your website as a reliable resource and yourself as a go-to advisor who cares about their clients specifically during moments of change or instability.
4. YOU ONLY GET THE DATA IN FROM THE CONTENT YOU PUT OUT
Marketing and sales are both data-based practices, and it should be one of the top reasons that you build and promote your digital presence. Through regular blogging, and then using email marketing and social media posts, not only will you drive traffic back to your digital assets – but you’ll also build relevant and usable data profiles that help you get to new audiences and convert prospects.
TIP: Think of it this way – if you’re only sending one low-to-no engagement content (let’s say, an annual holiday card) prospect or client email per year, you’re getting 3% of the insight opportunity that your competitor sending a monthly newsletter with three content click-through options.
By working with us to implement these tips, you can significantly enhance your digital footprint, attract more leads, and cement your position as a knowledgeable and reliable source of support and information. Remember, a strong digital presence should reflect your professional identity, and it can be the difference between being a choice and being the choice for potential clients.
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